US Postal Service relaunches direct mail website
The updated site, a companion to the USPS' print magazine on direct mail and multichannel marketing, Deliver, features a simplified layout and a downloadable smartphone application.
The revamp, conducted with the USPS' AOR Campbell-Ewald Advertising, also emphasizes interactivity. Its homepage includes an area where visitors can sign up for e-mail updates and subscribe to the print magazine. It also has a “share your story” area where marketers can send success stories about using direct mail.
The redesign is part of the Postal Service's effort to further embrace electronic technology and integrate it with direct mail. To emphasize that point, the cover of the latest issue of Deliver features an enlarged QR code that directs consumers to the revamped delivermagazine.com.
“We launched the site in 2007, and there have been a lot of changes in the ways people access the Web since then,” said Tom Foti, manager of marketing mail for USPS. “We recognize the value of integrated, multichannel campaigns, but also that any integrated campaign has to have a direct mail component.”
Foti emphasized that the site's audience has also changed in the past three years. It originally targeted marketing executives at large companies, but its audience has broadened to include those at mid- to small-size business. It features information on basic questions about starting a direct mail campaign, as well as more detailed white papers and case studies for more sophisticated set ups.